Brand History & Heritage
Skil's legacy began in 1924 with the invention of the first portable circular saw, forever changing the construction industry. The brand name itself comes from 'skilled' workers who used these innovative tools. After decades of innovation and market leadership, Skil was acquired by Chervon in 2016, bringing new energy and investment to this historic American brand. Today, Skil continues its tradition of making professional-quality tools accessible to DIY enthusiasts and homeowners.
Brand Culture & Philosophy
Skil embodies the American spirit of innovation and accessibility. Our culture celebrates the idea that with the right tools, anyone can achieve professional results. We believe in removing barriers between users and their projects, creating tools that are intuitive, reliable, and confidence-inspiring. Skil's 'It's That Easy' philosophy reflects our commitment to simplifying complex tasks and empowering users to tackle projects they might have thought were beyond their capabilities.
Product Analysis
Product Strengths
Areas for Consideration
Target Market
Ideal Customer Profile
DIY enthusiasts, homeowners, weekend warriors, and casual users seeking reliable, easy-to-use tools